Bangkok: Thailand may be standing at a "crucial turning point" as government leaders have posed a question to Thai society: Should culture and tourism go hand-in-hand more? This question might seem like a matter of ministerial structure, but in reality, it's a crucial question about the future of Thailand. "Culture is not just the nation's past; it can be the economy of the future if we dare to think and dare to adapt."

According to Thai News Agency, the Permanent Secretary of the Ministry of Culture, currently leading a delegation of Thai monks and Buddhists to perform religious rites at the four sacred sites in the Buddhist holy land of India and Nepal, gained significant media attention when Prime Minister Anutin Charnvirakul announced a policy that prompted Thai society to question whether "culture" and "tourism" should be more interconnected and progress together. This concept reflects the fact that Thailand may be standing at a critical turning point in the development of its economy, society, and national identity in the new century.

Proposals to link cultural and tourism missions have been made many times, but they have not yet been truly implemented. This is not just a matter of restructuring the government, but a strategic question of how Thailand can use the power of culture to drive its economy, society, and national image in the modern world. It could be argued that "the question of ministry structure is, in essence, a question of the country's future."

In the past, culture was viewed as "national heritage," something to be preserved and passed down through generations. However, in the modern world, this perspective on culture has changed dramatically. Today, culture is not just a matter of the past; it's becoming a powerful economic force. Many people travel across borders to experience the culture of other nations-food, festivals, art, lifestyles, and stories. These have become key reasons for travel, reflecting a saying: "Culture is the content and story of a nation; tourism is the stage, the vehicle, the platform, the tool that allows the world to hear and experience that story."

Lessons from other countries show that culture can become a global force through strategic government policies, leadership vision, long-term investment, and collaboration across all sectors. In Thailand, the country possesses immense cultural capital, including ancient sites, festivals, food, and traditions admired worldwide. The key is to utilize this culture to its full potential, transforming it into an economic driver and soft power.

Modern tourists seek "experiences," wanting to participate in festivals, learn to cook, experience local communities, and understand the stories of people. This trend aligns with cultural and creative tourism, emphasizing global awareness and sustainability. If Thailand can systematically and sustainably link culture with tourism, it may see the emergence of cultural cities and creative economies benefiting local communities while protecting the environment and ensuring global sustainability.

Integrating culture and tourism requires moving beyond occasional events to a comprehensive, sustainable cultural economy linking cultural development with the tourism chain. From developing valuable "cultural content" upstream to creating cultural goods and services midstream, and making these accessible to tourists downstream, the approach can transform culture into experiences that tourists desire.

Cultural marketing plays a vital role in this transformation, requiring continuous communication and collaboration between the government, the private sector, and creators in the cultural industry. Utilizing international networks and integrating cultural, tourism, and creative economy agencies can help Thai culture reach a wider international audience.

However, important questions arise about the commodification of culture, emphasizing the need for a balance between preservation and innovation. Cultural development requires cooperation from all sectors, with every Thai acting as a "cultural ambassador."

Prasop Riangngern, the Permanent Secretary of the Ministry of Culture, believes that linking culture with tourism and the creative economy is promising for Thailand's future, but its implementation must be serious, continuous, and sustainable. By learning from other countries and integrating culture, creativity, technology, and tourism, Thailand can create a new economic model rooted in its unique identity. The ultimate goal is not just for the world to know Thailand, but to "fall in love with Thai culture."